Sydney Hosts 6th TravMedia IMM: How Australia’s Tourism Industry is Adapting to 2025’s Travel Trends Now – Travel And Tour World

Friday, February 21, 2025
As the International Media Marketplace (IMM) returned for its sixth edition in Sydney, industry professionals gathered to discuss the evolving landscape of travel. Organized by TravMedia, the event brought together key players in the tourism sector, including brands, marketing experts, and media professionals, providing a platform for insights, trends, and strategic discussions on the future of global tourism.
This annual event, held at the Four Seasons Sydney and sponsored by Explore Louisiana, underscored the growing influence of changing traveler preferences, geopolitical events, and technological advancements on the industry. It also served as an opportunity for brands to network with Australian travel media and explore emerging trends that are set to shape international tourism in the coming years.

A Record-Breaking IMM 2025 and Its Impact on Tourism

The latest edition of IMM saw an unprecedented turnout, with over 500 attendees—surpassing last year’s 420 participants. The event’s popularity reflected the increasing interest in tourism recovery and transformation post-pandemic. During the marketplace segment, an astonishing 3,740 one-on-one meetings took place between 100 exhibitors and media professionals. Such figures highlight how the travel industry is rapidly adapting to meet new traveler expectations and market shifts.
One of the standout moments was the Travel Trends and Industry Highlights panel discussion, which provided valuable insights into how global travel habits are evolving. Industry leaders, including Doug Bourgeois from Explore Louisiana, James Kavanagh of Flight Centre Travel Group, Jo McCauley of Southern Cross Travel Insurance, and Wendy Wu of Wendy Wu Tours, shared their perspectives on how shifting consumer priorities are impacting travel.

The Rising Popularity of Short-Haul Travel

As highlighted by James Kavanagh, Australia continues to dominate as the top choice for outbound travelers, indicating a growing preference for short-haul trips. While the UK and USA followed closely, concerns over currency exchange rates and affordability are leading travelers to consider domestic and regional getaways. Interestingly, Japan surged in popularity toward the end of 2024, signaling a renewed interest in East Asian destinations despite fluctuating costs.
Kavanagh pointed out that while long-haul travel remains significant, the convenience of close-to-home cruising and shorter international stays is redefining the tourism landscape. More travelers are opting for quick getaways, such as three-day cruises or regional escapes, rather than committing to extended vacations.

The Emerging Trend of ‘Detour Destinations’

Darren Karshagen from Expedia Group Oceania shared findings from Expedia’s Unpacked 2025 survey, which revealed a shift toward “Detour Destinations.” Travelers are increasingly seeking out less crowded alternatives to mainstream tourist hotspots. This trend is driven by a desire for more exclusive, personalized experiences away from traditional overcrowded locations.
Examples of such alternatives included:

Reims instead of Paris for those exploring France
Santa Barbara over Los Angeles for a more relaxed California experience
Waikato rather than Auckland in New Zealand
Fukuoka as a quieter alternative to Tokyo in Japan

Over 70% of Australian travelers are considering destinations they haven’t visited before, signaling an industry-wide need for tourism boards to promote lesser-known regions.

Work and Leisure Blending in Travel Choices

Another key insight revealed at IMM 2025 was the increasing trend of blending business and leisure travel. Kavanagh shared that one in three travelers are now combining work trips with vacations, while two in three indicate they plan to do so in the near future. This trend, often referred to as “bleisure travel,” is driving demand for destinations that offer both professional amenities and leisure attractions.
This shift also aligns with the rise of digital nomadism, where remote workers are choosing to work from scenic destinations rather than traditional office settings. Bali, for instance, has gained traction as a prime location for remote work, attracting Australian travelers who want to mix business with pleasure.

The Growing Importance of Travel Insurance

Jo McCauley of Southern Cross Travel Insurance highlighted the evolving role of travel insurance in consumer decision-making. While international travel insurance remains a priority for 76% of travelers, interest in domestic travel coverage has seen a decline—from 49% in early 2023 to 41% in 2025.
McCauley attributed this shift to several factors, including:

The reduction of COVID-19-related travel concerns
A growing confidence in domestic travel reliability
A greater focus on protecting international trips due to geopolitical instability and climate-related disruptions

The conversation also addressed climate change’s increasing impact on travel safety. Travel insurance claims related to extreme weather events, such as heatwaves and turbulence-related injuries, have doubled over the past six years.

How the Cost of Living is Influencing Travel Trends

The cost-of-living crisis has created a generational divide in travel spending. According to industry insights, nearly 40% of Australians over 45 are cutting back on travel expenses to financially assist their children in entering the housing market. Meanwhile, the under-44 demographic is taking a different approach, prioritizing travel experiences over homeownership, believing that buying a home is no longer a viable goal.
Additionally, consumers are increasingly prioritizing value-for-money travel experiences. Kavanagh noted that over 40% of travelers are now opting for off-peak travel to stretch their budgets further. September and October have overtaken July and August as peak booking months in the UK, reflecting this affordability-driven trend.

The Role of AI in Travel Planning

Artificial intelligence is beginning to play a crucial role in how travelers plan their trips. While 57% of travel intenders are open to using AI for trip planning, only 7% feel confident enough to make bookings through AI platforms. The disparity highlights the need for improved trust and user-friendly AI interfaces before AI-driven travel planning becomes mainstream.
Notably, geographical variations in AI adoption are emerging. While American travelers are increasingly confident in AI-assisted bookings, Australians remain hesitant. As AI continues to evolve, the travel industry is expected to see significant advancements in automated itinerary planning, personalized recommendations, and seamless booking experiences.

Looking Ahead: IMM 2026 and the Future of Travel

With the 2026 IMM already scheduled for February 26-27 in Sydney, the industry is gearing up for another year of transformative discussions and innovations.
Key takeaways from IMM 2025 indicate that:

Travel preferences are shifting toward short-haul, less crowded, and budget-conscious experiences
Work-travel balance is influencing destination choices
Travel insurance remains a crucial factor in consumer decision-making, especially for international trips
Cost-of-living concerns are reshaping generational travel patterns
AI-driven travel planning is on the rise but faces adoption barriers

As the industry moves forward, tourism boards, airlines, and travel providers must adapt to these evolving preferences to meet the needs of a rapidly changing traveler demographic. The insights from IMM 2025 provide a roadmap for navigating the dynamic landscape of global travel in the years to come.

Share On:

Tags: Auckland tourism news, Australia Tourism news, Australia Travel Trends, England Tourism News, France Tourism News, Fukuoka tourism news, New South Wales Tourism News, Paris tourism News, Sydney Tourism news, Sydney travel industry, Tokyo tourism news, UK Tourism news

Subscribe to our Newsletters

Follow Travel And Tour World in Google News

Cruise Enthusiasts: Join Travel Associates’ Exciting New Event Series